Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header
Share for a Cause









They don’t put as much in the sandwich .. But I keep going back.

Written by: Bob Janet

Article Overview: There are 3 things your customers want: 1. Low price 2. Top quality 3. Great service Unfortunately you can only give them a combination of two of the three if you expect to stay in business. You just cannot provide all three. Those that try are not around very long. You know as well as I do that most businesses and sales professionals fail because they try to compete with low price.

Free Download - Don't operate like a Cave Man.... By Bob Janet
Name: Email:

They don’t put as much in the sandwich .. But I keep going back.

Every time I go in and order a sandwich I swear I will not return because they never put as much meat in the sandwich as I would like. Their competition puts more meat in the sandwich and charges less. I am not getting the quantity, in terms of quantity, I want. But then I realize I love the great service. As soon as I am halfway in the door someone from behind the counter is greeting me. Even if they are busy with other customers, they find the time; it only takes a second, to great me. And as soon as I am at the counter they are eagerly awaiting my sandwich order with a smile. Plus their ingredients are top quality and their prices, although not the lowest, they are fair. They are giving me two of the three things I want. If they gave me the third- price, I would be looking for a new sub shop before long, as they would go out of business.

Which pair of the 3 thingcan you offer your customers and make the profit you desire? Or can you and should you offer different combinations on different products and services you sell?
Price and Quality
Price and Service
Service and Quality

How do you figure out which combination of two aspects you can offer? It’s easy. You can get a higher price, and after all higher price is what you really want. You want to give top quality and service, but you want to get paid for it. After all, giving the customer top quality and top service at a price you profit at is what will keep you in business and prosperous.

Oh, some of you are saying, “But Bob, half of my customers buy price.” First of all, I doubt that is the fact if you are offering top quality and top service. And even if it were true, so what? Forget that half. They are only going to cause you more work for fewer dollars and put you out of business. Concentrate on the half that makes you money. Expand your offers (sell more to them) to more of the half that keeps you in business. Just stop promoting to the people that only buy price. It costs no more to promote to the value buyers.

The only way I have ever found to increase the price of my products and service it to increase the value or perceived value. For example, the story about the young newspaper reporter doing a story on local businesses and happened along two candy stores located on the same street. One candy store always had lots of children as customers. Their bicycles were always strung about in front of the store, and they continually came and went all day long. The other candy store never had any children as customers. When asked, the children said they did not buy candy at the other store because they take their candy away from them. Not understanding, the young reporter went into the candy store the children did not patronize and ordered a half-pound of candy. The clerk put a big scoop of candy on the scale and slowly removed candy from the scale until there was only one half pound left. He left and then entered the busy candy store and ordered one half pound of the same candy. It was priced the same as the previous store but this time the clerk, using a small scoop, took 4 scoops full adding to the scale to get up to one half pound of candy. Although the same candy was purchased, the same amount, and the price, was the same the children perceived the other candy store as taking their candy away and did not purchase from there.

What perceptions do you give your customers about: Price Quality Service ?

It’s your choice. Sell price or sell quality and service and prosper.

Related Articles
  What is the best way to develop my sales skills?
  Profitable Online Business Ideas and the Recession Part 2
  Contribution
  How can you make more of your customers open your emails?
  Know your magic numbers

Home > Sales > Bob Janet > They dont put as much in the sandwich But I keep going back
Article Tags: combinations, different products, doubt, money, quality price, sandwich, smile, top quality

About the Author: Bob Janet
RSS for Bob's articles - Visit Bob's website

ooks and CD’s at http://www.BobJanet.comBob Janet uses 40 plus years of face-to-face selling and marketing experiences as owner / operator of wholesale, retail, manufacturing and service businesses, combined with his unique content loaded, fun-entertaining audience involved keynotes and seminars to help owners, sales professionals and sales support staff increase sales and profits by gaining and retaining their most profitable customers. When everyone else tells you what to do to increase your sales and profits...Bob Janet shows you how!! See all Bob's sales growth programs and top selling sales / marketing books and CD's www.BobJanet.com Bob Janet Bob@BobJanet.com 800-286-1203 www.BobJanet.com

Click here to visit Bob's website
Dashed Line

More from Bob Janet
Selling swimming pools is the same as selling what you sell
Overcoming Objections with the Turn Device
What is the lowest price
Do you need a 99 Chicken Sandwich
When you hear Your Price Is Too High


Related Forum Posts
Re: help wanted in u.k. Re: help wanted in u.k. - Hi Brendan, Please dont apologize for feeling like you dont know or understand enough business. At least you know you have some things to learn and are willing to do that. One of the best things you can do write now is start studying business plans and learning about market research. You can find some amazing resources online and at the library. Before you spend the money on a patent you can be gathering crucial data and testing the viability of the product. One of my favourite resources is a book called "The Art of the Start". Guy K. (I dont know how to spell his last name). You can also visit a local enterprise centre/business centre. I'm sure you have one close by. They can help you on a personal level to know what steps to take to start. good luck. We are here - we just need to know how to best help. Thanks for writing back!
Re: Does a New Company need a "Big" PR firm? Re: Does a New Company need a "Big" PR firm? - I agree with SHri, it really depends on the target audience and how much service you really need. if you are doing National campaign than you want a firm that has the National contacts. Lots of smaller companies dont have as many resources or connections. Many firms are going to a pay for performance model which I think will do the PR and advertising industry good. no more $5000 retainers for sending out a couple of press releases - no matter how well written or targeted! if they dont get picked up, they dont get paid. J
Re: Business Women Peer Mentoring Spotlight Re: Business Women Peer Mentoring Spotlight - Hi Tami, Have you reviewed other comparable sites and coaches? I think that you will find that they have positioned themselves a bit more 'out there', and they dont focus on cheap pricing as the key benefit. I think your copy needs to be much tighter with a focus on the key features and BENEFITS that group coaching provides. Look at The Strategic Coach model etc. Your bio needs to be stronger if you are going to be pitching business development and leadership development. Also, have you put together a strategy for list building and promotions? how many subscribers do you have currently. Local networking as well as grouping some of your existing clients into the first BETA group might help. People dont like 'NEW" services because it comes off that they will be the guinea pigs. Those are my initial thoughts for now. Hope it helps. I'll try and spend some more time reviewing over the weekend and get back to you! Jude
Re: When to give away your product or service for free Re: When to give away your product or service for free - Hi David. I have a new product on the market, as I have earlier posted in the sales & marketing forums (called "a new product"), anyway I have been doing some door to door knocking and it seems because my art prints take up so much wall space, it is quite a risk for them to just go ahead, into business with me. So today I started saying to them "ok, why dont I just leave a couple of artworks here for a fortnight & if you get lots of customer interest then we can discuss business further, but if not, then I will simply take them back & you won't here from me again" This new tactic really seems to be working. Instead of saying "well...... Im really not sure if I have the wallspace...." they have started saying "oh... ok.... that sounds like a good idea.... yes, why dont we do that". I am dam sure my products will attract lots of interest, so a foot in the door is all I need. So thanks for the post. Dale Gallagher, New Zealand Artist
Re: Who did your logo design? Re: Who did your logo design? - There are indeed a ton of those logo sights where you can get cheap work done. I have an inhouse design studio called Ripple, where we offer start up packages for business for $500. I think a lot of new entrepreneurs dont realize the impact that their logo does have on their branding and positioning. We take people through a complete creative process which I know they value. By using the $25 sites etc. you really have no claim on them if they do infringe on someone else idea.. But hey...to each his own.. I like to think that you get what you pay for - and while I dont think you need to spend thousands...you should research and really understand what you are getting into. Your logo needs to be something you can use for 5-10 years at least.....so it has to include your big vision..


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article


Bottom Footer
Share for a Cause












Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

3 Key Factors For Raising Capital

Emotional Energy is Our Engine

How To Improve Your CTA (Call To Action)

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.